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Copyright 2010, John Gerzema/Young & Rubicam


WE EXAMINED 18 YEARS OF DATA FROM
BRAND ASSET VALUATOR®

WORLD’S LARGEST
DATABASE OF BRANDS

50,000 BRANDS

OVER 800,000
CONSUMERS

275 STUDIES
ACROSS 51 COUNTRIES

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QUARTERLY U.S. PANEL
OF 16,000
RESPONDENTS
$ 130 MILLION INVESTED

Copyright 2010, John Gerzema/Young & Rubicam


FOUR PILLARS ASSESS
BRAND HEALTH, MOMENTUM

AND COMPETITIVE ADVANTAGE


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Copyright John Gerzema/Young & Rubicam


THE RELATIONSHIP BETWEEN
EACH PILLAR TELLS A DIFFERENT
STORY IN THE BRAND’S DEVELOPMENT


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Copyright John Gerzema/Young & Rubicam


BRAND STRENGTH IS THE FIRST

LEVEL OF MEASUREMENT IN
ASSESSING A BRAND’S HEALTH


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Copyright John Gerzema/Young & Rubicam


THE BAV POWERGRID



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Copyright John Gerzema/Young & Rubicam


TO SUPPLEMENT OUR DATA, WE TRAVELED
ACROSS AMERICA

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Copyright 2010, John Gerzema/Young & Rubicam


WE ARE MOVING FROM MINDLESS TO MINDFUL
CONSUMPTION

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Copyright 2010, John Gerzema/Young & Rubicam


THE SPEND SHIFT IS THE MAJORITY OF AMERICA


THE SPEND SHIFT IS
A CONSUMER LED
MOVEMENT TO
PROMOTE VALUES
THROUGH THE POWER
OF CONSUMPTION

54.5%
113.4 MILLION PEOPLE

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Total US population estimate age 22+ / 208 million people Another 26.6% exhibit similar beliefs and behaviors (55.4 Million people)

Copyright 2010, John Gerzema/Young & Rubicam


THE SPEND SHIFT SUGGESTS WE’RE MORE ALIKE
THAN DIFFERENT

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Copyright 2010, John Gerzema/Young & Rubicam


SPEND SHIFTERS THROUGHOUT THE WORLD


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Source: BrandAsset ® Valuator’ international values segmentation
— 4-C’s (Cross-Cultural-Consumer-Characterization)

Copyright 2010, John Gerzema/Young & Rubicam


FOR 80% OF AMERICANS, THIS IS A RECESSION
LIKE NO OTHER

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Copyright 2010, John Gerzema/Young & Rubicam


TRUST DECLINE ACROSS INDUSTRIES 2005 TO 2010


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Copyright 2010, John Gerzema/Young & Rubicam


NEW PRIORITIES IN EXPECTATIONS FOR COMPANIES
AND BRANDS

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Copyright 2010, John Gerzema/Young & Rubicam


THE ROLE OF CONSUMERISM IN THE AMERICAN
DREAM IS CHANGING

“I FIND THE MORE I HAVE THE

MORE I WANT.”


DISAGREE

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Copyright 2010, John Gerzema/Young & Rubicam


AND THE ECONOMIC PAIN HAS LEAD US TO
RECONSIDER OUR VALUES AND OUR PRIORITIES

“MONEY IS THE BEST MEASURE

OF SUCCESS.”

77.9%
87.5%
DISAGREE


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Copyright 2010, John Gerzema/Young & Rubicam


OUR SHIFTING CONCEPTS OF NECESSITY


SHIFTING CONCEPTS OF NECESSITY
50

PERCENTAGE

40

PREFERENCE (WANT)

30

20

USAGE (NEED)

10

0

17

1993

1997

2001

2005

2008

2009

Copyright 2010, John Gerzema/Young & Rubicam


PEOPLE WERE ADJUSTING THEIR LIFESTYLES EVEN
BEFORE THE CRISIS HIT

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Copyright 2010, John Gerzema/Young & Rubicam


THIS IS NOT A ‘NEW NORMAL’, BUT A RETURN
TO NORMAL

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Source: Board of Governors of the Federal Reserve System

Copyright 2010, John Gerzema/Young & Rubicam


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Copyright 2010, John Gerzema/Young & Rubicam


SPEND SHIFT NO. 1
THE NEW AMERICAN FRONTIER

OPTIMISM

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RESILIENCY

OPPORTUNITY

Copyright 2010, John Gerzema/Young & Rubicam


PEOPLE ARE MORE HOPEFUL AND OPPORTUNISTIC


“SINCE THE RECESSION I’M ACTUALLY

MORE CAPABLE OF STARTING MY OWN

BUSINESS.”


48.0%
60.0%
AGREE


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Copyright 2010, John Gerzema/Young & Rubicam

AND MANY ARE MOVING FROM INDUSTRIAL TO
INDUSTRIOUS THINKING

“THERE IS A GREATER OPPORTUNITY

FOR INDIVIDUAL BUSINESSES TO COMPETE WITH

LARGE COMPANIES THAN THERE USED TO BE.”


39.0%
53.0%
AGREE


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Copyright 2010, John Gerzema/Young & Rubicam


TORYA BLANCHARD
OWNER:
GOOD GIRLS GO TO PARIS
DETROIT

With low cost loans from the non-profit University
Cultural Center Association, Torya Blanchard
opened a tiny crepe restaurant to share her love
of all things French with her hometown, Detroit.

Serving low-cost but high quality meals Good
Girls Go to Paris quickly became profitable. The
shop also provides jobs and a light of hope in a
city where shuttered shops outnumber those that
are occupied.

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Copyright 2010, John Gerzema/Young & Rubicam


Charles Sorel opened his little
French bistro, Le Petite Zinc, after
moving with his family from
Brooklyn to Detroit. He had been
successful with his cafe in Brooklyn
and wanted to try his hand in this
new environment. This welcoming
little eatery — something like a
family kitchen where the coffeepot
is always on — makes for the perfect
start-up business in any community,
especially one that is short of
comforts. Le Petite Zinc offers,
besides delicious French cuisine,
cheer and optimism to its patrons.

CHARLES SOREL
OWNER/RACONTEUR:
LE PETIT ZINC

DETROIT

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Copyright 2010, John Gerzema/Young & Rubicam